Self-Service Deflection Performance Trends
Customer demand for support is on the rise, with no indication of a future slowdown. Support and Success leaders universally agree: Effective self-service deflection is critical to meeting this demand. Is it working? Here’s a look at self-service deflection performance trends over the past decade.
For the past decade, reported self-service deflection has averaged 22.2%. In 2020 self-help deflection stood at 19.8%. The industry trend for deflection has sloped down (-.5%) during the last decade; in the past year (2019 to 2020) average deflection rate has dropped 3.7%.
Self-Service Deflection Performance Trends 2010-2020
That stubborn 20% Self-Service deflection ceiling
There is no single reason that deflection appears pegged at 20%. This may indicate that there is a practical limit caused by the confluence of the elements that make defection possible:
- The percent of Support issues that are known and can be adequately documented.
- The willingness of customers to fully accept an answer without verification by a human.
- The limits of aligning available answers to unique customer circumstances with available search, AI, and automation tools.
If we are truly going to increase deflection, then we need to address and improve all three of these factors simultaneously.
Ready to improve the impact of self-service in your organization?
We’re here to help you get the answers you need.
Reach out anytime to get answers and insights about the best ways to define and measure the effectiveness of self-service initiatives. Use the chat button at bottom right, send an e-mail, or click on my calendar to schedule a specific time to talk.
The future success of Customer Support relies on the ability of Support to scale to meet growing demand and fulfill an expanded, success-focused mission. Learn about proven initiatives for scaling Support delivery capabilities.
Automation plays an increasingly important role in support case deflection and management activities. Leverage these 5 service automation strategies to free up your skilled support staff for higher value activities:
Many new support cases can be avoided if customers are able to access the knowledge and expertise of Support. Leverage these 9 best practices to help customers help themselves with success.
Higher levels of customer proficiency lead to faster product adoption and less need for support assistance. Leverage these 10 strategies will help customers develop essential product skills.
Identifying and alleviating performance and usability issues can go a long way toward preventing demand for Support. Leverage these 7 strategies for issue prevention to help lessen Support demand:
The Support organization encompasses extensive experience and expertise about how to use and apply products. Access to this Support knowledge is the primary reason customers contact Support. This article explains how companies can maximize the return on the creation and distribution of Support knowledge.